“Any move to be helping the general public to make healthier choices is a good one. [But] I don’t think they’re going far enough to be making these cereals a healthy option in the morning,” she said.

Not only are these cereals swimming in sugar, but they offer zero nutritional value. Starting your day off with a big bowl of sugar and milk isn’t going to sustain you for very long. Instead, we recommend filling your brekkie bowl with protein, healthy fats and veggies, or make whole food versions of cereal, like our Chocolate Coco-Nutty Granola.

Kellogg’s UK is also in hot water for its attempt to rebrand Frosties as an adult cereal. While the box will still feature the classic image of Tony the Tiger, the company will stop including promotions aimed at children on their packs in order to skirt the UK government’s decision to name and shame companies who target children with sugary products, which is due to come into effect from 2020.

If this isn’t a perfect time for a sugar tax, then we don’t know when is…

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